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Lacoste ramps up mcommerce strategy via new mobile site

Via the mobile site, consumers can search, browse, research and buy products no matter where they are. The mobile site is powered by Usablenet.

“We wanted to give our customers the opportunity to experience the brand in a new way,” said Steve Birkhold, president/CEO of Lacoste.

“We’ve given our social properties a great deal of prominence to ensure that customers can quickly discover what’s happening in the world of Lacoste,” he said. “One key element, the Store Locator, is strongly featured so that customers browsing and researching our new collection can easily find a location nearest to them and view the collection in person.

“The site’s transactional function is obviously important as well, but was a secondary concern in our development.”

Lacoste, built on its genuine sporting roots, offers a wide range of products for men, women and children.

On trend
Consumers can access the mobile site by entering on their mobile browser.

According to Lacoste, the new mobile initiative bridges users’ online and offline brand experiences.

Via the mobile site, consumers can shop by category such as men’s, women’s, kids and accessories.

There is also a search function at the top of the mobile site that helps consumers filter down their search to a specific product.

The function is essential for those that are on the go and are looking for something specific.

The mobile site also features social integration such as Twitter, Facebook and foursquare.

Consumers can share the products they like with friends and family and also check-in to the store.

“10 years ago customers were online while sitting at their computers,” Mr. Birkhold said. “Today, they’re online when they’re walking down the street. 

“As a retailer, we need to be where they are, and mobile gives our customers the opportunity to quickly and easily browse and research product, find the nearest retail location and interact in social.”

Word of mouth
Lacoste is getting the word out about the mobile site to consumers via an email blast.

Additionally, the company is using Twitter and running mobile ads to get consumers engaged with the mobile site.

“Considering the close tie-in to the retail business, we’ll also be updating our listings in Google Places shortly,” Mr. Birkhold said. “In the past the question has been, ‘what are doing to drive our online business?’

“We now ask ‘what are we doing online to drive our entire business?’” he said. “We’re building a bridge between the online and offline worlds so that our customer can interact with the brand no matter where they are.

“Our new mobile site is a big part of that strategy.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York